City of Hope is featured in a Spanish-language national television commercial for AT&T that marks the launch of the 10th annual Únete con la Gota de la Vida (Join the Drop of Life) effort.
Únete con la Gota de la Vida is a nationwide marketing initiative that educates the Latino community about cancer, diabetes and other life-threatening diseases while also encouraging participation in the national Be the Match Registry and supporting critical research at City of Hope. The Be the Match Registry connects potential bone marrow donors to the patients who need cells for transplantation.
|Nurse Rodrigo Nuñez appears in an AT&T advertisement.|
The spot premiered April 7 to 9 on ESPN Deportes during coverage of the 2010 Masters Golf Tournament and ran on numerous Spanish-language networks and cable stations, including Univision, Telemundo, FOX Sports en Español and Galavisión, throughout April. The commercial features City of Hope clinical nurse and cancer survivor Rodrigo Nuñez, R.N., who received a lifesaving stem cell transplant for aplastic anemia at City of Hope.
“It was an absolute honor to be selected by AT&T for this commercial and also represent City of Hope. Through this message, I hope that many more will come to understand the lifesaving work we do here,” said Nunez.
Beginning this summer, the Únete con la Gota de la Vida initiative will feature a range of awareness-building and fundraising efforts to encourage Latinos to participate in the national bone marrow registry and support City of Hope. Components will include a song available for digital download, a “behind the scenes” DVD by well-known Latin recording artists and a video public service announcement to air on Spanish-language television stations nationwide.
“This year marks the 10th anniversary of our partnership with City of Hope,” said Salvador Treviño, president of Santa Fe Communications, a national Hispanic marketing firm that has coordinated the various aspects of the effort. “The program has grown exponentially over the years, and this year will be a signature moment in our partnership with City of Hope. We look forward to continuing to support the incredible work of researchers and caregivers.”
The Únete con la Gota de la Vida is the culmination of City of Hope’s longstanding relationships with the Food Industry group and Santa Fe Communications.